Influence of performance expectancy on commercial farmers’ intention to use mobile-based communication technologies for agricultural market information dissemination in Uganda

Abstract

Purpose This paper to examine the relationship between performance expectancy and behavioural intention to use mobile-based communication technologies for agricultural market information dissemination in Uganda. Design/methodology/approach A descriptive field survey method was adopted. A total of 302 commercial farmers and agribusiness traders in Eastern Uganda participated in the study from whom data were collected using self-administered questionnaires. Descriptive statistics, factor analysis, correlation and regression analyses were used in the study. Findings The findings reveal a significant positive relationship between performance expectancy and behavioural intentions to use mobile-based communication technologies for agricultural information access and dissemination. This implies that, commercial farmers’ behavioural intentions to use mobile-based communication technologies for agricultural market information dissemination and access will be influenced if they anticipate mobile-based communication technologies to offer greater performance in their daily transactions. Research limitations/implications This study was conducted in the context of resource constrained countries particularly in sub-Saharan Africa, however reflecting knowledge from other contexts. The study was conducted with a structured questionnaire being the main data collection tool, and this limited the study from collecting views outside the questions asked in the questionnaire. The variables studied could not be analysed for a long time, given that the study was cross-sectional in nature. Practical implications The study provides recommendations on how to further boost farmers’ behavioural intentions to use mobile-based communication technologies for agricultural information dissemination. Policy makers need to ensure that policies are put in place that encourage third party software developers and telecommunication companies to provide software products and solutions that are beneficial to the commercial farmers and can enable them complete their agricultural transactions in time. Social implications The study provides critical literature on the influence of performance expectancy on commercial farmers’ behavioural intentions to use mobile-based communication technologies for agricultural market information access and dissemination in resource constrained settings. Originality/value It is noted that farmers in Uganda are slowly progressing to newer mobile information and communication technology tools for market information access and dissemination; however, little is known as to why there is slow adoption of these mobile technologies for agricultural purposes; yet policy makers need to come up with proper strategies to encourage wide scale use of mobile technologies for agricultural market purposes.

Examining the Impact of Technical Controls, Accountability and Monitoring towards Cyber Security Compliance in E-government Organisations

“…Performance expectancy refers to the belief that the use of technology in certain situations can be beneficial as it improves performance (Venkatesh et al 2012). Studies with UTAUT as the theoretical framework have always shown that there is a statistically significant relationship between expected performance and user acceptance of the technology's behavioral intent (Engotoit, Kituyi, and Moya 2016;S. Raschid Muller and Mary L. Lind 2020).…”

“…(Šumak, Polančič, and Heričko 2010) stated that performance expectancy directly affects behavioural intentions towards use of Moodle, but this study is biased towards students who have already technical skills for using the tool. (Engotoit et al 2016) investigated the performance expectancy's influence on commercial farmers' intention to use mobile banking communication systems in Uganda. The research interviewed 302 farmers.…”

Social media competence and digital citizenship among college students

“…Research suggests that social media can strengthen college students’ communication with peers and teachers (Mirabolghasemi et al, 2016; Ellison et al, 2007), as well as, encourage goal-setting, self-monitoring, and self-reflection when learning in digital environments (Dabbagh and Kitsantas, 2012). Performance expectancy has also been identified for significantly influencing behavioral intention to use mobile-based communication technologies (Engotoit et al, 2016), which in turn has been suggested to increase social media adoption rates (Poushter, 2016). Based on related literature, we propose that college students’ performance expectancy may be related to their digital citizenship.…”

Farmers’ perception of the quality of mobile-based extension services in egypt: A comparison between public and private provision

“…Furthermore, Cole and Fernando (2012) pointed out that mobiles reduce the cost of individual visits, enhance feedback between farmers and extension workers, and overcome lack of extensionists and poor infrastructure. Consequently, assessment of mobile utilization by the farmers and its impact on agriculture has been a key research area over the past decade (Aldosari et al,2017;Car et al, 2012;Dey et al, 2016;Engotoit et al, 2016;Ganesan et al, 2013;Hasan, 2015;Krone et al, 2014; 2016; Okuboyejo and Adejo, 2012;Tadesse and Bahiigwa, 2015;Verma and Sinhab, 2018;Wijeratne and De Silva, 2014;Wyche and Steinfield, 2016).…”